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Reactors are in a vicious cycle of responding inappropriately to environmental change and uncertainty, worsened by their reluctance to act aggresively in the future (Ahmed and Sheperd, 2010: 90). In other words, reactors lack a consistent strategy-structure-culture relationship, and their responses to environmental pressures tend to be piecemeal changes. (Wheelen et al., 2018: 148)
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Let your customers develop your next product.
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Economists tend to use the term "firm"; business scholars prefer using "business" and "companies" while denoting the same entity.
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